The Cole Haan x fragment collection was positioned as a premium brand collaboration between heritage brand Cole Haan and legendary Japanese designer Hiroshi Fujiwara. Commonly referred to as the “Godfather of Harajuku,” Hiroshi Fujiwara spent the ‘80s collecting cultural advice from the likes of punk rock impresario Malcolm McLaren, mentoring BAPE founder Nigo, and is credited with legitimizing streetwear in fashion.
Fujiwara still advises regularly for Nike in Japan while his own brand, Fragment Design continues to blur lines between market categories, collaborating with protégé Nigo and his BAPE brand, Louis Vuitton and many other category leaders and industry heavyweights from around the world.
As part of our continued partnership with Nike, the 12ozProphet Collective was retained to help translate internal marketing strategies into directional, creative executions in an effort to assist repositioning and rejuvenating the Cole Haan brand.
The creative output was the development of a clear concept that integrated seamlessly into Cole Haan’s overall brand strategy and serves as a subtle nod to various product-specific narratives such as quality of material and workmanship, as well as performance-driven design. With deep consumer-side insight as well as a comprehensive understanding of Cole Haan’s brand values, the 12ozProphet Collective produced a set of high-quality creative assets that promote the product’s distinct aesthetic and attributes, as well as the significance as a collaboration which in turn help amplify its underlying brand and product positioning strategies.